BBM Media Snapshot: Canadians and breakfast bars

* There are 1.3 million Canadians (5%) that consume breakfast bars at least once a week.
* Heavy breakfast bar consumers are primarily under 44 years of age. Canadians 18 to 24 years old consume 2 times more than the national average.
* 56% of heavy breakfast bar consumers are males.
* Single people consume 1.4 times more breakfast bars than the national average; engaged people consume 2.7 times more.
* Heavy consumers of breakfast bars have a higher likelihood of consuming prepared foods.
* They order/buy 2.7 times more food from drive through, 1.9 times more take-outs and 1.6 times more deliveries, compared to the national averages (order/buy 1+ times per week).
* They also have strong preferences for certain types of restaurants. They visit or order from pubs 1.9 times more than the national average, 1.8 times more from submarine sandwich shops, and 1.8 times more from chicken restaurants (visit/order 1+ times per month).
* Looking at categories where they spent $500 or more last year, breakfast bar consumers spent 2.5 times more on women's shoes, 2.1 more on stereo equipment, 2.1 more on wedding services, and 1.9 more on home decor, compared to the national averages.
* Heavy consumers of breakfast bars attended 1.7 times more boat shows and 1.7 times more auto racing shows. They also attended twice as many bridal shows.
* TV (90%), radio (90%) and the Internet (68%) are their top three media choices by yesterday exposure.
* Based on weekly reach, classic mainstream rock (1.7 times the national average), mainstream top 40/CHR, and adult contemporary are their preferred radio formats.
* Movies, reality shows (1.6 times more than the national average), and news/current affairs are the top TV program types watched by breakfast bar consumers in an average week.

Source: BBM RTS Canada Fall '04 / Spring '04, individuals 12+

The preceding information is from BBM RTS, a syndicated consumer-media survey of over 60,000 Canadians, conducted twice a year by BBM Canada. For more information contact Craig Dorning of BBM Canada: cdorning@bbm.ca.
By Staff 
September 20, 2005

* There are 1.3 million Canadians (5%) that consume breakfast bars at least once a week.

* Heavy breakfast bar consumers are primarily under 44 years of age. Canadians 18 to 24 years old consume 2 times more than the national average.

* 56% of heavy breakfast bar consumers are males.

* Single people consume 1.4 times more breakfast bars than the national average; engaged people consume 2.7 times more.

* Heavy consumers of breakfast bars have a higher likelihood of consuming prepared foods.

* They order/buy 2.7 times more food from drive through, 1.9 times more take-outs and 1.6 times more deliveries, compared to the national averages (order/buy 1+ times per week).

* They also have strong preferences for certain types of restaurants. They visit or order from pubs 1.9 times more than the national average, 1.8 times more from submarine sandwich shops, and 1.8 times more from chicken restaurants (visit/order 1+ times per month).

* Looking at categories where they spent $500 or more last year, breakfast bar consumers spent 2.5 times more on women’s shoes, 2.1 more on stereo equipment, 2.1 more on wedding services, and 1.9 more on home decor, compared to the national averages.

* Heavy consumers of breakfast bars attended 1.7 times more boat shows and 1.7 times more auto racing shows. They also attended twice as many bridal shows.

* TV (90%), radio (90%) and the Internet (68%) are their top three media choices by yesterday exposure.

* Based on weekly reach, classic mainstream rock (1.7 times the national average), mainstream top 40/CHR, and adult contemporary are their preferred radio formats.

* Movies, reality shows (1.6 times more than the national average), and news/current affairs are the top TV program types watched by breakfast bar consumers in an average week.

Source: BBM RTS Canada Fall ’04 / Spring ’04, individuals 12+

The preceding information is from BBM RTS, a syndicated consumer-media survey of over 60,000 Canadians, conducted twice a year by BBM Canada. For more information contact Craig Dorning of BBM Canada: cdorning@bbm.ca.